Lay's chips recipe changed due to claims of US authorities

American PepsiCo has modernized its flagship brand of barbecue-flavored Lay's potato chips by switching to using only natural colors and flavors. About writes Bloomberg.

To replace synthetic colors, the company uses vegetable juices and carob powder. PepsiCo believes that consumers are unlikely to notice a difference in the appearance or taste of the chips.

"Barbecue is one of the most beloved flavors in our collection," said PepsiCo Senior Director of Research and Development Justin French.

In terms of sales, this flavor is second only to the classic Lay's salty chips.

By the end of the year, PepsiCo will remove synthetic colors and flavors from the entire Lay's range, as well as introduce new packaging and formulation.

PepsiCo is one of the largest food producers in the United States that is committed to gradually switching to natural colors. Health Secretary Robert F. Kennedy Jr. is putting pressure on the industry to abandon artificial ingredients, blaming them for health problems.

In addition, last month Elliott Investment Management, which acquired a $4 billion stake in PepsiCo, called on the company to review and optimize its snack food portfolio and get rid of inefficient assets.

Lay's, which, according to PepsiCo, accounts for more than a third of the $11.7 billion U.S. potato chip market, is a key brand in the company's North American food division.

Last quarter, the division's sales amounted to almost $6.5 billion, which is almost 30% of PepsiCo's total revenue.

• In March 2025, PepsiCo invested almost $2 billion into the prebiotic soda brand Poppy.